B2B Lead Generation: 5 Strategies to Help You Fill Your Pipeline


B2B marketers will need to identify ever-changing strategies and technologies to help them reach potential customers.

So if your lead pipeline is on its way or you need to increase leads, here are five digital strategies to help fill your pipeline.

Make cold calls

But if you want to have meaningful conversations with potential customers, you need to be absolutely clear about how you can help them. You must expressly communicate the business problem your business solves and what it means to the prospect.

Without it, you won’t create value and prospects won’t want to listen to you.

  • Aim to be an industry insider. The more knowledge you have about the industry you are targeting, the more prospects perceive you as an insider. They are likely to replace the label “salesperson” with “consultant” and listen.
  • Introduce cold calling contests. Inspire your team by turning cold calling sessions into games to see who can beat the numbers you set, for a prize. These competitions can help you improve your cold calling stats.
  • Leverage existing assets to gain trust. Although most buyers don’t decide on the first call, you can share valuable assets to gain their trust and keep you top of mind. You can invite them to attend a highly relevant webinar or share the results of a study to help demonstrate your value and encourage engagement.
  • Don’t belittle the competition. It works in reverse by drawing attention to your competition while painting you in a terrible light. Even when prospects bring up a competitor, be courteous and steer the conversation away from them.

Invest in case studies

Unlike B2C purchases which can happen on impulse, B2B decision makers take their time to understand how the solution works, the return on investment and proof of results.

A case study analyzes business problems and demonstrates the quantifiable results that come from implementing your proposed solutions.

Both quantitative and qualitative results aim to persuade the buyer that your product/service can solve the problem by painting the success of its implementation by other buyers.

Most of the time, it’s the proof that buyers need to determine if your solutions are better than those of your competitors.

Here are ways to use case studies to generate quality leads:

  • As a downloadable asset. Create downloadable case studies that your team can use in email marketing campaigns or web content. When people are looking for solutions, looking for recommendations, or comparing solutions, they may find your case studies helpful in making purchasing decisions.
  • Create a page dedicated to case studies. And make them visible too. Consider personalizing the experience by pairing site visitors with case studies that speak to their situation. Since people respond to familiarity, consider tailoring case studies based on budget, demographics, or industry.
  • Create blog posts around the case studies. Now that you’ve posted a case study, it’s time to post it to increase exposure. Let your blog title revolve around the obstacles or challenges you’ve solved rather than something like “Company A: Case Study.” Also, focus on illustrating how the challenges were overcome and not on your products/services.

Take advantage of account-based marketing

Most companies practice traditional fishing. They cast their nets far, hoping to attract multiple leads, then sort those leads to separate ideal customers from less ideal customers.

With the distinction made, they are now developing niche content for the ideal leads to move them forward through the funnel.

Sounds like a ton of work. There has to be a more effective way to get leads.

There are. This is called account-based marketing (ABM).

This strategy starts by focusing on specific companies that you consider high value and tailoring content and campaigns to target specific people within those organizations.

So rather than targeting an entire industry, you go for specific companies within that industry that represent your ideal customer. You research their pressing needs and present your offerings as ideal solutions.

It’s like choosing the exact bait your ideal fish likes and dropping the hook in the water.

The ABM strategy requires the synchronization of sales and marketing teams (sometimes all departments) to develop leads and close the deal. The most savvy companies go further and use the account-based sales force approach.

With this approach, managers allocate entire accounts to sales reps who become solely responsible for the progress of those accounts. This property prevents other sales reps from modifying or interacting with accounts belonging to their coworkers.

Create videos

To research on the effectiveness of video marketing showed that up to 86% of marketers surveyed attributed lead generation to video content.

Video content is not only engaging and memorable, it also helps build trust between buyers and suppliers. This increases your legitimacy and encourages audiences to tune in.

There are several areas where you can add videos to your strategy to maximize lead generation, including:

  • In closed content. Port webinars, content by subject matter experts and other highly valuable video content to encourage viewers to share their details to access it.
  • In landing pages. Embedding a short video about your organization and solutions improves your visitors’ experience and can help trigger positive action.
  • On social platforms. LinkedIn and other platforms relevant to your audience are great for sharing videos that encourage signups. Don’t forget to insert links to your website.

Participate in question-based platforms

Companies are made of people, and people are naturally inclined towards common experiences. Question-based platforms and online communities attract people who share passions, motivations, interests and beliefs.

They’re a great resource for research because they amplify real-life struggles. By observing questions, emerging issues, and conversations, you can uncover the problems potential customers are facing and create content or solutions to address them.

You can also identify influencers and initiate conversations that can lead to a future partnership.

So, identify the communities and platforms where potential customers hang out, create appropriate profiles, and regularly participate in conversations.

Offer expert advice and helpful tips to help the public solve their problems. Readers will most likely recognize your contribution and the private follow-up discussions that may lead to a business deal.

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